Pure Ghee is a product/ accessory brand inspired by colours and textiles of India. Started by Aditi Prakash in 2010 it aims to include handcraft in urban lives. Trained as a sculptor and an Industrial designer, Aditi has developed a design vocabulary that is clean and contemporary while being rooted in the Indian design aesthetic.
The name comes from a tin of home-made ‘Ghee’ a craftsman gifted Aditi. The affection behind the gesture, and the wholesomeness of the gift inspired her to name her brand ‘Pure Ghee’. The name symbolizes quality and a love for life that is intrinsically Indian, comforting and joyful.
Each Pure Ghee product is made with love and a meticulous attention to detail. They are distinguished by the use of unusual materials, colour, and craftsmanship. Aditi believes in producing culturally rich, contextual and functional products for the contemporary consumer. Her products are retailed in Delhi, Mumbai, and other cities of India and, of late, in London. She uses Indian textiles, from block-printed fabric from Kutch to kitschy lungi fabric from Karela. Besides various types of bags for which PureGhee is well known other products it produces include potlis, clutches and accessories such as scraves, textile jewellery, gajras, clips, bangles etc.
Pure Ghee’s studio is in Aya Nagar, an urban village located near the Gurgaon border in Delhi. The staff consists of women and youth from the surrounding village. For them ‘Pure Ghee’ has become an opportunity to develop skills, make friends and have a better life.